Ads Don’t Work That Way

• Emotional imprinting is the idea that ads can create positive associations between a product and feelings. These associations can influence us to buy a product later, even if we don't consciously remember the ad.
• Cultural imprinting is about how ads change the culture by creating associations between a product and a group of people.

So, the key difference between the two is the former works on an individual level, by creating positive associations between a product and our emotions, while the later works on a societal level, by creating associations between products and social groups.

Not every company can play the cultural game. Alternatives:

- Informing customers about a product: "FYI, product X exists. Here's how it works. It's available if you need it." Hopefully by repeating it enough time sales happen.

- Overt persuasion: "4/5 doctors prefer Camels" or "Verizon: America's largest 4G LTE network"

- Making promises: Guarantee or warrantees, but more often a brand image. Like Disney = "family entertainment"

- Honest signaling: an ads in a very expensive location. A huge billboard announces (subtextually), "We're willing to spend a lot of $ on this. We're committed to it."